Standard Chartered Bank UAE is celebrating Emirati Women’s Month with “ Her Signature ,” a campaign built around a single idea: that authority is never handed – it has to be built, proven and claimed, one signature at a time.
The campaign successfully responds to a simple brief – recognize the Emirati women and the moments that helped them emerge as stronger and better.
Created by LivingRoom Communications , in partnership with production house SoufilmX, the campaign lands as Emirati Women’s Day expands into a full month, declared by Her Highness Sheikha Fatima bint Mubarak , and is anchored in the national theme “We emerge stronger and better.”
“Every signature in the campaign carries its own story.”
The campaign went live on August 28 with the hero film – a 45-second montage in which Standard Chartered’s own Emirati female employees each narrate, in their own voice, the milestone behind their signature , closing on the line “Stronger and Better.”
The campaign, which was primarily rolled out online and across the brand’s social media channels, shared a simple and straightforward message: Today, across the UAE, Emirati women are signing rather than simply witnessing – as CEOs, board members, business owners and decision-makers across every sector.
Rather than state that shift outright, Standard Chartered’s campaign takes a different approach: rather than ask what the signature says, it asks what that moment was.
Every signature in the campaign carries its own story : a journey started, an achievement hit, a solid stance – each is a milestone. Together, they trace the same through-line: women are signing for themselves, and for the generations that follow them.
At the heart of the Standard Chartered campaign are Emirati women employees , who share the personal and professional milestones behind the signatures that have shaped their journeys.
Carla ElHachem , Head Brand and Social Media, Middle East and Pakistan, Standard Chartered Bank , said, “At the heart of ‘Her Signature’ is the power of storytelling. We took a simple yet meaningful symbol, a signature, and turned it into a platform for our Emirati talent to share the moments, decisions and achievements that have shaped their journeys.
She added, “By putting their voices and experiences at the centre of the campaign, we created something authentic, personal and reflective of the impact Emirati women continue to make every day.”
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Over the coming weeks, the month-long campaign will move from the visual hook into the women’s own words.
“Her Words” brings short, intimate reflections from the women featured in the hero film, while “Her Journey” sits down with senior leaders.
As a Standard Chartered UAE put it announcing the campaign: “Discover the stories behind the signatures in the weeks ahead.”
The success of the campaign will be measured by the engagement and how people felt whilst watching it. The purpose of the campaign is to create a lasting impact for generations to come and let Emiratis across the country be proud of how females from the nation have become generation shapers.
Creative agency: LivingRoom Communications